Retail surgery: What is the attraction of ‘Britishness’ for brands and retailers?

National pride can be interpreted in different ways by different brands. Traditional heritage-style brands like Burberry convey solidity and tradition, while brands like Paul Smith play on the quirky aspects of being British. German-owned Mini has been using the Union Jack as a retro device which signifies the iconic 1960s.

Andy Barker, research director at customer insight agency Engage, says that the British flag is an interesting advertising device. “It is often playfully interpreted,” he says. “But it will always be recognised as a sign of tradition, nostalgia, style and wit. And this Olympic, Jubilee year, it’s turning up everywhere.”

For many brands the Olympics are out of reach, unless they are fortunate enough to be sponsors. However, they can still aim to capitalise on the sense of national pride surrounding the event.

But the Games are transient. If Team GB doesn’t perform to expectations, the backlash could affect brands during and after the events.

The Diamond Jubilee, in contrast, could provide a less temporary form of patriotic branding. “The Queen is still perceived as a constant in a period of turmoil,” says Barker. “Many consumers will find something comforting in the constancy of institutions like the monarchy and will latch on to any sense of national confidence.”

Patriotism is the branding gift that keeps on giving. It might not be the most sophisticated long-term strategy, but if done cleverly it can work well.